One of the issues around consumer and industrial marketing is their convergence (Wind, 2006) and a development which illustrates this, is commonly referred to as, 'bring your own device':

Microsoft rose to dominance in an age when the CIO (chief information officer) really held the keys to IT decision making. Over the past five years, BYOD has really eroded the level of control that many CIOs have.”

The following video provides more information about this development and its implication for business buyers.